International Journal of Science and Humanities
ISSN 2394 9236 Volume 6, Number 1 (2020), pp. 152 – 160
c Islamiah College Publications
http://www.islamiahcollege.edu.in
A STUDY ON CONSUMER’S ATTITUDE TOWARDS
ONLINE SHOPPING IN VELLORE DISTRICT,
TAMILNADU
S.A. Tabrez and M. Srinivasan
PG & Research Department of Commerce
Islamiah College (Autonomous), Vaniyambadi 635 752
Thirupattur District, Tamil Nadu, India
Abstract
In this study, it shows depth knowledge on a particular topic A study on
customers attitude towards online shopping in Velloredistrict, Tamilnadu. The
study indicates the level of awareness and attitude towards online shopping. The
present study has been confined to study the customers attitude in online shopping
products. The study can indicate only the consumers point of view. The objective
of this paper is to make the consumer aware of the beneficial aspect of online
shopping. The period of study is three months. The researcher has collected
a primary data from comprehensive interview schedule and the secondary data
has been collected from books, websites, and journal. Few suggestion and
recommended based on the study carried out to fine-tune processes which will
benefit the buyers to bridge the gap in online shopping.
Keywords: Online, Products, Buyer behaviour, Consumer.
1. Introduction
Online shopping is a purchase of products and services by the way through the internet.
It is also an electronic commerce or Net Banking when the buyers can buy a product
through the internet. It is the easiest way to purchase the products and to select a variety
of product. It can make easy payment through credit or debit card and cash on delivery.
Nowdays the Consumer not having that much of time to shopping in the offline shop so
the persons are likely to prefer online shopping is a time saving soon. Include the people
can buy grocery products also. Through online shopping price comparison are easy to
purchase and time-saving. It allows you to shop for whatever you want and wherever
according to our convenience.
S.A. Tabrez and M. Srinivasan 153
2. Review of Literature
ManishaKinker, N.K. Shukla (2016) performed aresearch study on “An Analysis
of Consumer Behaviours towards Online Shopping of Electronic Goods With
specialreference to Bhopal and Jabalpur city”. The main objective of the research
was to clarify and get insight into consumer Behaviour towards online shopping of
electronic goods, to study consumers expectations of online stores, to find outfactors
that influences the consumers towards onlineshopping and to analyze the consumer’s
wants and needs especially in Bhopal and Jabalpur city of Madhya Pradesh .The sample
size of the research was 40 respondents ofBhopal and Jabalpur city. The findings of
the proposed research work are as follows as Customer-Oriented Factors Time Saving,
Product Quality, Product Price, Convenience, Accessibility, Shop Anywhere and
Anytime are the main specific factors influence customers attitudes toward electronic
product online shopping. The minor factors that influences customer’s attitudes toward
electronic product online shopping are technological factors, assured quality, cash on
delivery and various promotions and discounts .The attitude towards online shopping is
different in Bhopal and Jabalpur city. After the data analysis, the researcher concludes
that the electronic product online market takes a high percent of individuals shopping
on it.
A study was conducted on the factors influencing online shopping behavior of
consumers in Sweden by Shahzad (2015). This study mainly focused on online factors
that included risk of financial loss, risk of product performance, and risk with the
delivery of products, trust and security. A questionnaire was distributed among 100
respondents to collect the data. The findings of the study revealed that demographic
factors like age, gender, income and education influence consumer behaviour. It further
concluded that higher the age, lesser is the intent to shop online. The results also
indicate that higher income groups are less attracted towards online shopping. Education
was directly related to the online shopping behaviour and the consumers with better
education were more inclined towards shopping online. The design of the website is
the major influencing factor for the consumers to shop online. The study also revealed
that risk of performance, trust and security have a substantial influence on customer
behavior towards online shopping whereas financial risk and delivery risk does not affect
consumers buying behaviour.
Geissler, (2012) The shopping motivation literature is abound with various measures
of individual characteristics (e.g., innovative, venturesome, cosmopolitan, variety
seeking), therefore, innovativeness and risk aversion were included in this study to
capture several of these traits. Measures by Donthu and Gilliland were used to
measureinnovativeness and risk aversion.
154 A Study on Consumer’s Attitude towards Online Shopping
3. Research Objectives
The study has been indicating buyer’s behavior towards online shopping in Vellore
district with the following objectives:
• To find out the factors that influences the customers to buy products through
online shopping.
• To analyses the problems faced by the customers to pre and post purchase online
products.
• To measure the products which are to be highly purchased through online
shopping.
4. Statement of the Problem
As rapid socio-economic changes sweep across India, the country is witnessing the
creation of much new marketing method for their products. Nowadays people are so
busy that they have no time to go to shopping malls and buy the things they want.
Buyers want to available of all products in purchase in one particular place. But it is not
move in all occasions. So everyone likes to do online shopping.
In early days buyers are not much aware of online shopping products but now the
customers buy most of the products through online for the purpose of time-saving, easy
purchase and so on. To attract the buyers, most of the online shoppers can deliver
the products quickly within two to three days and the buyer can buy the products in
doorsteps. The researcher can measure the level of awareness and level of the attitude
of consumer towards online shopping. Hence the reseacher has been undertaken for the
purpose of current research.
5. Scope of the Study
The present study analyzes the attitude of buyer’s towards online shopping in Vellore
District alone. The study also analyses the problems faced by the customers to pre and
post purchase online products. It also measure the products which are to be highly
purchased through online shopping. The study will indicate the buyers to purchase
products from online shopping.
6. Research Methodology
In this study, the researcher has used empirical research based on survey method.
The researcher has made a comprehensive interview schedule for collecting primary
S.A. Tabrez and M. Srinivasan 155
data with regard to the behavior of buyer towards online shopping. The interview
schedule was carefully designed and dully pre tested. All the analysis and influence are
made on the basis of their primary data and Secondary data have been collected from
relevant books on marketing management, and from magazine, newspaper, journals, and
websites.
7. Framework of Analysis
With reference to the objective of the study, factors are taken into consideration as such
gender of the respondents, the age of the respondents, marital status of the respondents,
educational qualification of the respondents, and occupation of the respondents, area
of resistance of the respondents and monthly income of the respondents. The data
which were collected from the respondents were analyzed by using percentage analysis,
weighted average ranking and chi-square test. This study also uses comparison table as
a tool in order to study the various factors.
8. Analysis and Interpretation
Table 1: Findings from the study
Number of
Findings Subcategories Percentage (%)
Respondents
Reason for Preferring Product varieties 26 37
online shopping Social status 23 33
Safety 14 20
Low cost 7 10
Total 70 100
Mode of Payment Cash on Delivery 18 26
Credit Card 22 31
Debit Card 19 27
Fund transfer 11 16
Total 70 100
Extra Charge for Yes 28 40
Online Shopping No 42 60
Total 70 100
Price of the Products Very High 8 11
High 16 23
Medium 34 49
Low 10 14
Very Low 2 3
Total 70 100
156 A Study on Consumer’s Attitude towards Online Shopping
Packaging of Products Excellent 24 34
Good 43 62
Bad 3 4
Total 70 100
Delivery of Products Less than 5 days 22 31
5 – 10 days 35 50
More than 10 days 13 19
Total 70 100
Problems faced by the Products have changed 14 20
Deliver Poor quality
Respondents 10 14
products
High cost 12 17
Warranty Problem 24 35
Others specify 10 14
Total 70 100
Source: Primary data
From the table 1, the majority of respondents say product varieties is the reason for
preferring online shopping. 37% of the respondents can choose credit card mode for
making a payment because it had time to settle an amount. 60% of the respondents did
not pay any charge for extra payment. Only 3% of respondents say low level of price
products are available in online shopping. Most of the respondents say the packaging of
products is good. 19% of the respondents say more than 10 days to deliver a product in
online shopping. Majority of the person can face warranty problem in online shopping
products.
9. Awareness towards Online Shopping
In this study, the respondents are asked to give their opinion about online shopping. The
response observed for each of the items in the schedule have been scored and tabulated
on a master sheet. The scoring factor is based on Likert’s method.
The customers towards online shopping. This factor is classified as high level,
medium level, and low level. This factor has been cross-tabulated with other factors like
gender, age, educational qualification, occupation, marital status, and monthly income.
Following are the factors to find out the level of awareness of customers towards Online
Shopping such as through the Internet, through Advertisement, through friends and
relatives respectively.
S.A. Tabrez and M. Srinivasan 157
Table 2: Level of Awareness and Personal Factors
Personal factors Level of awareness
High Medium Low Total
Gender Male 11(33%) 12(27%) 10(30%) 33(100%)
Female 11(30%) 16(43%) 10(27%) 37(100%)
Total 22 28 20 70
Age Below 25 years 12(50%) 2(8%) 10(42%) 24(100%)
25- 50 years 7(19%) 20(56%) 9(25%) 36(100%)
Above 50 years 3(30%) 6(60%) 1(10%) 10(100%)
Total 22 28 20 70
Educational SSLC 2(33%) 3(50%) 1(17%) 6(100%)
Qualification HSC 4(36%) 2(18%) 5(46%) 11(100%)
UG 5(28%) 6(33%) 7(39%) 18(100%)
PG 5(22%) 12(52%) 6(26%) 23(100%)
others 6(50%) 4(42%) 2(8%) 12(100%)
Total 22 27 21 70
Marital status Married 11(37%) 13(43%) 6(20%) 30(100%)
Unmarried 11(28%) 15(38%) 14(34%) 40(100%)
Total 22 28 20 70
Occupation Student 5(39%) 3(22%) 5(39%) 13(100%)
Private Employee 4(19%) 11(52%) 6(29%) 21(100%)
Government employee 7(64%) 3(27%) 1(9%) 11(100%)
Business 5(38%) 4(31%) 4(31%) 13(100%)
Profession 1(8%) 7(58%) 4(34%) 12(100%)
Total 22 28 20 70
Income Below Rs. 10,000 5(19%) 15(58%) 6(23%) 26(100%)
Rs. 10,000 – Rs. 20,000 4(19%) 8(38%) 9(43%) 21(100%)
Above Rs. 20,000 13(56%) 5(22%) 5(22%) 23(100%)
Total 22 28 20 70
Region of Rural 12(50%) 2(8%) 10(42%) 24(100%)
survival Urban 7(19%) 20(56%) 9(25%) 36(100%)
Semi urban 3(30%) 6(60%) 1(10%) 10(100%)
Total 22 28 20 70
Source: Primary Data
It is observed that out of 70 sample respondents, 16% of the female respondents
have a medium level of awareness compare to the male respondents in the gender
158 A Study on Consumer’s Attitude towards Online Shopping
wise classification. In the age group of 50 years of age, 60% of the respondents have
a medium level of awareness whereas 50% of the respondents in the age group of
below 25 years have a high level of awareness towards online shopping. Among the
educational qualification, most of the respondents from SSLC and PG students have
a medium level of awareness towards online shopping. From the marital status of
the respondents, 37% of married respondents have a high level of awareness. With
regard to the occupation category, 64% of government employees have a high level of
awareness compared to others. In the income category, 56% of the respondents whose
income above Rs. 20,000 have a high level of awareness the respondent’s region of
survival, semi-urban and urban people have a medium level of awareness compared to
rural respondents.
10. Findings of the Study
Findings from the complete data and the result of the analysis are presented in this
chapter. Primary data was collected through a well-designed interview schedule from
which findings were as follows:
• Among 70 respondents, 28(40%) of the respondents are having a medium level
of awareness towards online shopping.
• While analyzing the level of the attitude of the customers towards online shopping
only 37(53%) of the respondents have a medium level of attitude towards online
shopping.
• It is opined that 66(44%) of the respondents have preferred online shopping for
easy purchase.
• The study indicates that majority of the respondents have faced warranty problem
when they bought goods from an online shopping.
• It is seen that out of 70 respondents, 12(17%) of the respondents have opined that
the cost of the product is high while purchasing in online shopping.
• It is seen that out of 70 respondents 19(27%) of the respondents have purchase
Household goods from online shopping. and 15(21%) of the respondents have
purchase mobile phone in online shopping.
11. Suggestions
The researcher has made an attempt to study the attitude of the buyers towards online
shopping. Some of the suggestions and recommendations to improve the quality of the
products and services based on the valuable information provided by the buyers.
S.A. Tabrez and M. Srinivasan 159
• Online shoppers who sell the products might have improved the after-sales service
of products as it is the main factor for the sales of consumer products.
• Online shopping must introduce a medium level of price for grabbing even the
middle-income group people also.
• Online shopping also targets upper and lower-middle-class people.
• Online shopping can deliver the product without damages and not be a duplicate
one.
• Online shoppers can concentrate more on the packaging of products and deliver
the products incorrect time.
• Online shopping could focus on semi-urban areas and rural areas also.
• More awareness may be spread to customers regarding the importance of online
shopping in less developed areas by giving advertisement and publicity.
12. Conclusion
The study reveals that online shopping is the best choice rather than buying a product
in retail shops. By selecting a product through online shopping, we have enough
freedom to choose between various products. The number of respondents for online
shopping is gradually increasing for it is more flexible, up gradated and comes with
varied configuration than the retail products.
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